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Monday, July 23, 2018

Flavoured beers soaring in popularity

Flavoured beers become so popular and are now the fastest-growing area of the UK beer market.

Written by Agencies | London | Published: July 31, 2012 11:21:19 am

The traditional pint is being given a run for its money by continental-style beers with a dash of fruit or spirits.

The beverage is enjoyed by consumers as a thirst quenching summer drink or to inspire imaginative pairing with food.

Strawberry,raspberry and even cherry beers have become so popular that they are now the fastest-growing area of the UK beer market. And now spirit-flavoured brews such a rum,bourbon and tequila beers are adding to the trend.

According to market research group AC Nielsen,making it the fastest-growing UK beer sector,in the last year sales of flavoured beers have grown by 80 percent.

It is predicting that it is set to expand further over the next few years as more breweries respond to consumer demand.

According to Marston’s Premium Bottled Ale Report,flavoured beers account for only 12 percent of the traditional PBA market,which is worth about 470 million pounds.

In the UK the market has traditionally been a niche one,dominated by imports from the continent. Classic Belgian Kriek beers known as lambics and fermented with wild yeast and cherries for extra flavour have been made since the early 20th century and are renowned for their distinctive “sour” taste.

But UK brewers are recognising its potential,helping supermarkets to increase their ranges for drinking at home. Edinburgh-based Innis and Gunn turned the beer world on its head when it launched the world’s first oak-aged beer in 2003 and has since added its Melville range of strawberry and raspberry beers,designed to be served over ice,making it popular as a summer drink.

Melville’s is based on a brewed lager made of 100 percent malted barley,hops,yeast and water,which is blended with cold-pressed juice made from berries grown in Perthshire,Fife and Angus.

Oxford shire-based Wychwood also recently introduced Snake’s Bite (made with cider apples) and Forest Fruits (made with mixed berries),following growing customer demand for fruit-flavoured and thirst-quenching drinks.

Two years ago Tesco stocked just four flavoured beers but now it sells 16 with sales trebling during that period.

“The boom for flavoured beer has its roots in both the recent ale and cider revivals. Over the last five or so years we have seen British drinking tastes diversify. The massive growth of ale with all its complex flavours and the cider revival are the best examples of this as drinkers seek out different and more interesting flavours,” the Guardian quoted Tesco specialist beer buyer Chiara Nesbitt as saying.

“We have found that flavoured beers appeal to foodie customers who are also more likely to cook from scratch and buy premium brands or products.

The market is still in its relative infancy but it’s being noticed by brewers who are launching more products onto the market each year,” Nesbitt added.

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